How can content personalization make the customer experience more attractive to the user, thus more effective? How can we build customer loyalty with content marketing? Let’s look at it together.
More and more users expect to browse web pages that offer them personalized content that is in line with their interests and needs, but there are still few companies and brands that have realized the true potential of content marketing not only in terms of search engine optimization but also as a strategy for engaging customers.
Content marketing: what it is and why it is important
Content marketing is a marketing strategy in which you share within your site, content with the aim of informing, attracting, acquiring new customers and helping them in the buying process.
To make the user’s browsing experience increasingly personalized, however, it is important that the content on the site, whether it is banners, articles, ebooks, videos or images, is truly interesting and attention-grabbing.
They must therefore be relevant to the user’s needs and requirements, which is why we talk about content personalization.
Content personalization: let’s start with segmentation
So the real difficulty is not in creating and sharing content, but in creating and sharing personalized content that reflects the user’s interests, and the stage of the lifecycle they are in.So the basis of a winning strategy is first and foremost the audience segmentation.
Thanks to Blendee and its segmentation system, it is possible to divide the audience according to the stage of the life cycle the user is in (registered user, unregistered user, at-risk user, VIP user…), but also according to browsing and purchasing behavior.
Blendee provides 4 categories of filters: lifecycle, behavioral, demographic, and contextual.By configuring the filters, and merging them into segments, it is possible to identify users who, for example, have expressed interest in a particular category or topic, who have read a particular article, or who have purchased a particular product.Thanks to this, it is possible to show and suggest to the user, content that is relevant to his or her journey and history.
Content personalization: examples of success
A classic example of content personalization is to show different content based on whether the user is registered or not.Below is the case study of Bellissima, in which precisely a message is shown to incentivize registration to users who are not registered.This message aims to incentivize anonymous users to register by offering a 20 percent discount on their first purchase.
Different strategy has been activated for registered users.They are shown a message reminding them in case they had not used it, the discount code to be used to receive a 20% discount.
I report below another example of content personalization by Imetec. In this case, personalized content was created for users who performed a search within the site for the word “gluten”.These users are shown in the Kitchen category a popup showing the Zero Glu bread machine on offer.
Blendee allows you to customize not only content such as popups and banners, but also content such as articles within recommendations.
In fact, thanks to its 7 algorithms, it is possible to personalize content based on browsing history, or content viewed by the user.
For example, thanks to the “Personalized Recommendations“algorithm, it is possible to show items from recent browsing history, or through the “Remarketing Recommendations”algorithm, it is possible to show items that the user has recently viewed even cross/device.
